2. Stop making massively exaggerated claims. No-one really thinks your lipstick is going to last 25 hours and, let's be honest, no-one really wants it to. We'd be quite happy for you to say, "This lipstick will last 4-5 hours so carry it with you for a touch-up." Can you imagine how a lipstick that lasted 25 hours would make your lips feel!?
3. Please stop making ridiculous claims about your product that make us think it might be the Holy Grail of primers/mascaras/whatever, and instead spend your time creating a product that actually lives up to these claims. This is how you will make your fortune! I might spend the tenner "just to see" if your primer really does keep my skin matte all day, but if it doesn't, that's that. Make something that does and I'll re-purchase it for life and recommend it to everyone!
4. Unless you have created a product that will literally Photoshop out all my flaws in real life, stop Photoshopping your ads! We're not stupid, we know the difference between a good base product and a metric f*ck-ton of expert editing; the former sells itself, the latter really doesn't give much indication of what your product is going to do for me so I'm not likely to buy it, now am I?
5. Please, let me shop in peace. There is nothing worse than quietly trying to browse the aisles of Boots, only to have to repeatedly tell various beauty counter staff that I don't want a makeover, am not interested in their free gift when I buy three products I'm never going to use, and don't want someone with eyebrows like that anywhere near my own brows! If I wish to buy something from you, I will do so. If I have a question, I will ask. There's really no need to tell me about your offers, I can read your notices, thank you. Pushy salespeople do nothing but put me off buying from your brand.
What would you like to tell beauty brands? Anything to add to my list, or have I got it covered?